Freescale dominates the e-ink e-reader market. Their next generation i.MX508 e-ink e-reader processor allows for more performance, faster refresh rates (limited by e-ink technology), lower cost (e-ink readers could be sold at half the price, $99 e-ink e-readers are now possible), most cool is Freescale works to provide Android support on these next generation e-ink e-readers. This is cool because Android support can provide cool useful apps such as news readers, rss readers, chrome to phone functionality and more.